After the moments that matter: after a real question, after an emotional statement, after you present the investment, and above all after you ask for the sale. Silence in this system isn't a pressure tactic — it's restraint. The homeowner is doing decision work in that quiet, and the rep who rescues them from it with chatter is rescuing himself from discomfort at the sale's expense.
The short answer
After a question. A question followed instantly by your own elaboration answers itself — badly. Ask, then let the question be the only thing in the room. After an emotional statement. Their feeling deserves a beat of being heard, not an instant pivot to your next point; silence here is respect, and rushing past it is a tell. After the investment. You've stated it; explaining it further before they react only argues against it. After asking for the sale. The documented rule: wait. The first person who speaks after the ask owns the next move — make sure it isn't you, discounting your own question.
How it runs
The fear that breaks reps' silence is misreading quiet as rejection. A homeowner thinking is a homeowner deciding — the silence is the sound of the decision process you spent two hours building. Filling it doesn't speed the decision; it restarts it, usually at a lower figure or a softer commitment. Silence used this way is also not manipulation: you're not withholding anything, applying pressure, or running a trick. You're simply not interrupting. The reps who master it aren't colder than the ones who don't — they've just learned whose turn the quiet is.
Spar's rounds grade your questions and your listening against the documented system — Round 1 is free, the full camp is $29/month. Spar before you knock.